The Clarus Logo was designed to be the embodiment of what Clarus is… a high-end commerce company that creates great products that strengthen their client’s business, build brand loyalty, and fosters long-term, profitable relationships.
My final concept build (after lots of sketching, reviews, critiques, meetings, and workshopping), was the concept of a forward-moving card (be it a membership card, credit card, etc.). We swipe cards every day. The life blood of Clarus revolves around subscription and loyalty, something deeply associated with the concept of a card.
Globally common terms like “I’m a card carrying member…” resonated deeply when I was deep in the process. The card design is simple, straightforward, and specifically geared to communicate what we wanted. The tilt of the card was designed to further illustrate motion. The “C” cut out of the card denoted that Clarus has an indelible place in the concept of membership and loyalty in the space.
The use of blue, with it’s inherent psychological traits (loyalty, trust and integrity, reliability and responsibility), was a very important aspect to include in the final versions.